I agree that one of the reasons most companies are still cautious on new media because of lack of measurement, but it’s not the only nor the most important reason.
An insightful piece of this discussion:
John Battelle (Chairman, Federated Media): […] Brands care about scale, safety and quality. They are used to controlling that message about their brand. They are afraid to get feedback.
Rishad Tobaccowala (CIO, Publicis Group): Marketing is about listening to your customer.
I’m not pretty sure but I guess that this is basically the same topic we’re discussing here, only at a higher level (I don’t think it is just about social media, whatever social media is 🙂 )